Dairy Crest Plans Frijj Film Festival

By Anonymous

Dairy Crest is launching a free film festival to support its Frijj milkshake brand. The six week-long Frijj Film Festival, which starts on 14 August, will show classic movies at 25 Carlton Cinemas in London this summer.

It will be backed by a digitally led push, created by Grey London. Aimed at Frijj’s core consumer base of 16- to 24-year-old men, it features a spoof of Steve McQueen film The Blob. Centred on an idyllic 50s town, it depicts a girl plotting to unleash a flood of Frijj, which devours everything in its path.

The agency has also created three teaser trailers to direct viewers to a campaign website. It offers consumers the chance to upload their own horror movie, using Frijj as a prop. A compilation of the best will be shown before films at the festival.

Other promotional activity will include press, outdoor and on- pack work.

Copyright Haymarket Business Publications Ltd. Jul 9, 2008

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